Services

Challenges

How do you make science more accessible to all and not just confined to traditional science or STEM subjects? This was the challenge posed to us by the At-Bristol team when they engaged us to help them ‘build a culture of curiosity.’

‘Oh, and if you could also address the difficulties in our name regarding recall, spelling and pronunciation, that would be great too.’

Curiosity is unique to each and every one of us. We therefore wanted to create something everyone could engage with while searching for answers to their own profound and significant questions.

Approach

Through our Organising Thought TM the ‘Power of what if…’ we placed curiosity at the centre of our strategic thinking. This not only focused our search for a compelling name but also acted as a benchmark for our creative thinking.

We wanted to entice the viewer to challenge what they’re seeing. Much like a cipher for a code aimed at unlocking our inquisitive nature.

Solution

Our new name, ‘we the curious’, is part declaration, part call to action and embodies the innate desire in each of us to discover, experience and learn more about the world and our role in it.

The logo has been created through a series of bright, geometric shapes to ambiguously form the word ‘curious’. The full name has then been placed upside down below this to allude to it being a clue that needs working out.

Anna Starkey, Creative Director

“In a complex world, we need curious people more than ever.”

Control

We knew the new name and identity couldn’t be passive, it needed to arouse and excite speculation by being inexplicable and highly unusual every time you interact with it.

Donna Speed, Commercial and Creative Director – We The Curious

“We challenged the Smith & Milton team to bring our new manifesto to life. We worked together to think beyond the confines of a visitor attraction, museum or traditional science centre and couldn’t be more proud of what has been developed. The strategic thinking, name and visual identity are truly remarkable; it reflects our intention and ambition to create a culture of curiosity beautifully. We’re so excited to discover where ‘We The Curious’ brand can take all our curious minds.”